Branding: Must for Standing

From Nike to Adidas, Hero to Shimano, Audi to Volkswagen- all gets their status identify with just their name. Their names are famed and celebrated everywhere. What’s so real in the name? What makes them look so cool and awesome? Answer is Branding

The brief history:

The word brand derives from North Germanic language word “brandr” meaning “to burn” (recalling the practice of burning mark on to the product). The history of successful branding can be traced back to the times of industrial revolution. Varieties of products were being manufactured but the people were only aware of local companies and products. In order to increase the sales, the concept of branding was used. Coca-Cola, Pears Soap, Kellogg's etc. were among the first products to be branded and from then it was the beginning of new branding culture.Presently with the influence of internet, the branding got push towards an astonishing thing. We now see innovation in the design; brand –image, message and brands got much better customer focus.  

Chyawanprash: the oldest generic brand, in continuous use in India since the Vedic period (ca. 1100 B.C.E to 500 B.C.E)

Company name v/s Brand name:

The main purpose of branding has always been to target the mindset of a group or a community. Also always remain confuse between the company name and brand name. It is not important that brand name will be the company name. There are many brands with completely different company name. For example: Axe, Lipton, fare & lovely, Knorr >> Hindustan Unilever Limited; Apple Computers >> Apple, Inc; Duracell >> Procter & Gamble Etc. And there are many brands such as Nike, Google and Adidas which resembles same company name as their brand.

Why branding?

Effective branding can result in higher sales of not only one product, but of other products associated with that brand. It is not only associated with products but also in reaching out the beliefs to the community. It also play important role in projecting new ideas to people help in achieving company’s target and ultimately in promotion of company image. With branding, it becomes possible to stand out in competitive race adding strong value to core business. In conclusion branding creates public recognition of companies, start-ups or businesses among people.

Elements of branding:

With the revolution in economies and market, field of branding has become very competitive. This resulted in evolution of new strategies and elements which were essential for effective and successful branding, capable of creating long lasting impression in customer mind.The common elements include:

• Brand-Name
• Logo
• Design
• Tag-line
• Message
• Effective Advertisements ( Capable of communicating thoughts to customers)….

Many more methods are used such as copyright of product traits, characteristics and things that make products look different. Like – Copyright of: exhaust sound of bikes of Harley-Davidson; Car-Doors upward movement by Lamborghini; bottles design by coca-cola etc.

The India’s Brand Story

Zomato says its story with creation and innovation

Relieving tension: “No Fikar bech Quikr.”

Flipkart branded its image with effective humour propagated advertisements by asking the audience to shop online

My Favourite: Amul steals the show with its cool brand advertisements targeting trending environment.

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